Amazon Autos
Introducing America to Amazon Autos, and a much simpler way to buy a car
Car shopping, minus the car shopping
Industry
Automotive, E-commerce
Services
Campaign Strategy, Campaign Creative, Campaign Production
Launched
2025
Challenge
Recognizing an opportunity to improve the typically friction-filled, lengthy car buying experience for Americans everywhere, Amazon launched Amazon Autos. And while the Amazon master brand enjoys immediate brand recognition, 59% of in-market online car shoppers had yet to consider Amazon Autos in 2025, months after the brand’s soft launch. This called for an awareness-raising campaign that challenged deeply held assumptions about how complicated buying a car needs to be—and repositioned the experience as something as simple and intuitive as shopping anywhere else on Amazon.
Approach
To help audiences recognize that a simpler way to buy a car had arrived, we grounded our creative strategy in a simple truth: life is already busy enough. By showcasing how Amazon Autos’ transparency, ease, and trusted experience allow car shopping to fit seamlessly into relatably hectic everyday moments, we reframed buying a car from a major life event into just another thing you can get done.
Results
87% increase in brand affinity
37% increase in brand awareness
64% increase in consideration
